In the current scenario of accelerated digitalization, companies are racing to find solutions that make customer service faster, more efficient, and cost-effective. Among the most adopted tools are chatbots and artificial intelligence (AI) agents, which are technologies often confused but have distinct functions and different outcomes.
Automation specialist Luciana Papini explains the differences between the two approaches, the risks of misuse, and how to strategically combine them to scale customer service without compromising the consumer experience."Many companies confuse chatbots with AI. This compromises the strategy. Each tool has its role, and knowing where to use each one prevents waste and increases return.", affirms.
What are chatbots and AI agents?
Chatbots are programs based on predefined rules. They respond to specific commands, such as "business hours" or "second copy of the invoice," based on configured frequently asked questions. Simple, fast, and low-cost, they are ideal for repetitive and structured tasks.
AI agents go beyond. They use techniques such as natural language processing (NLP), machine learning, and contextual analysis to interpret messages, adapt responses, and learn over time. This allows for a more human-like service, capable of handling multiple scenarios and variations in language.
If the chatbot works with a script, the AI agent works with intelligence. It recognizes patterns, identifies intentions, and improves the user experience with each interaction., explains Papini.
When to use each one?
The definition between one and the other depends on the level of complexity of the process. According to Luciana, standardized and low-variation flows, such as balance inquiries, order status, or contact information, work very well with chatbots. There are situations that require context interpretation, personalized responses, and understanding of multiple intentions that call for AI agents.
She warns that the most common mistake in companies is trying to apply AI to simple tasks or attempting to solve complex problems with just a chatbot.Poorly applied AI is costly. Using a chatbot beyond what is necessary frustrates the customer. The ideal is to combine both solutions intelligently, creating a smooth journey for the user and an efficient one for the business.score.
Results for companies
According to McKinsey consulting, companies that integrate AI and automation into customer service experience, on average, a 20% increase in productivity and up to a 30% reduction in operational costs. Among the benefits are:
- Reduction of average service time
- Improvement in the consumer experience
- Support team optimization
- Increase in sales conversion rate
- 24-hour availability, no additional cost
These advantages, according to Luciana, are not limited to large companies."Even a micro-entrepreneur can start with a simple chatbot on WhatsApp. The important thing is to be clear about the goal and choose the right tool.", affirms.
Projections from the International Data Corporation (IDC) indicate that by 2026, 75% of large companies will adopt AI integrated with automation for real-time decision-making. However, progress requires technical preparation.The automation manager needs to understand how AI fits into workflows, how it can improve the customer journey, and how the data generated guides business decisions. It is an increasingly strategic role., he concludes.
